Diane is explaining to their client, SushiZoo, that the user journey is a complex one when it comes to creating a conversion. Which phases of the user journey does what's described as the "messy middle" include?

The "messy middle" is a model developed by Google that describes the complex space in the customer journey between the initial trigger (awareness of a need) and the final purchase (conversion). It's a non-linear process where users research and weigh their options.

Analysis of Correct Answer(s) - The exploration and evaluation phase: This is the correct answer as it perfectly defines the two primary modes of user behavior within the messy middle. - Exploration: This is an expansive activity where a user broadens their consideration set, discovering new brands, products, and information. - Evaluation: This is a reductive activity where the user narrows down their choices, comparing options based on price, features, reviews, and other factors to make a final decision. - Customers loop between these two modes repeatedly until they are ready to act.

Analysis of Incorrect Options - Options including the "action phase": These are incorrect because the action (or conversion) is the exit point from the messy middle, not a component of it. The entire purpose of navigating the messy middle is to arrive at the action. - Options including the "initial search phase": While an initial search often begins the journey, the messy middle describes the entire, complex process that follows this trigger. It is more than just the first search; it's the entire cycle of discovery and consideration.